Great creative is engineered to convert. Art school then a graduate degree in business means I bridge the gap between storytelling and ROI.

Brand & Creative Leadership

  • Shopify Re-Theme

    Led $150k Shopify re-theme project for Hanky Panky on schedule, under budget with stable CVR and smooth GEO/SEO redirect coverage

  • Rebranding Impact

    Led visual identity overhaul, resulting in 30% higher social engagement and 15% uplift in site conversions

  • Top-Performing Ad Creative

    Art-directed top-performing video ad (2.5x above benchmark CTR) for DTC supplements brand

  • Copywriting

    Almost 20 years of crafting copy for every touchpoint

  • Art direction with Accountability

    Every asset designed to hit both aesthetic and KPI benchmarks whether it is AI, internal team, creative agencies, influencers, management agencies, or third party partners

  • Templatized Innovation

    Builds Figma master templates (wire frames) for ad creative, social platforms, and landing pages, adding efficiency to collaboration while maintaining brand compliance

BRANDING

STRENGTHS

Building Distinctive Brands That Cut Through the Noise

  • Craft thumb-stopping visuals and hooks that achieve 2x higher engagement vs. category benchmarks

  • Develop brand-aligned copy frameworks (tone, lexicon, RTBs) that lift conversions

  • Cross-channel guidelines ensure 100% cohesion from ads to packaging to CX

  • Launched successful brand partnership campaigns, leveraging alignment to access new audiences

  • Built trust through strategic visual cues reducing CAC overtime

New brand, new Shopify theme. From every visual detail to backend function. Buy more, save more. Help her choose.

  • New product architecture metaobjects and meta fields to support automated badges, filters, etc.

  • Trust badges, social proof, fit guides, upsells…all using the most recent Shopify native capability

  • Integrated value propositions

  • Consumer research driven design

Writing Samples

I’m a writer in every room. Here’s a few favorites:

  • Press Kit

    Newly launched brand press kit for use in PR

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  • Content Marketing

    SEO-driving content a marketing agency in Atlanta, Georgia

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  • Event Materials

    Coordinated communications for a 100-person annual conference for American Addiction Centers in Nashville, Tennessee

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  • Brand Guidelines

    Brand guidelines for internal and external teams

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  • Blogging

    The glory days of travel blogging brought me HTML and a ton of fun

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  • SEO Brand Blogs

    Leveraging AI prompt engineering to craft SEO-focused brand blogs that get past search engine spot checkers

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  • Packaging

    Pivoted to a sustainability message insert during a short-term shortage of Oka reusable packaging

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Advertising copywriting examples can be found under the Performance Marketing section of this online portfolio

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